Posted by Allison | December 24, 2014 | Comments Off on How to Improve Your Website Conversion Rate

This article was written by WeddingWire Education Guru Alan Berg, CSP. Alan has over 20 years experience in wedding related sales and marketing, and is an author, business consultant, a member of the National Speakers Association, and the wedding & event industry’s only Certified Speaking Professional®. Learn more at alanberg.com.

The holidays are always a busy time for engagements, followed by the January rush of visits to websites. Is your wedding business’ website ready to convert that traffic into inquiries, appointments and then sales? After all, you only get one chance to make that first impression. Make sure it counts!

Here are a few easy things you can do right now to improve your website conversion rate. These will only cost you time, not money, but they’re well worth the effort:

Read over the text on your website. I mean really read it, not just skim. When’s the last time you actually read what you wrote? You’ll likely find things that are out of date or incorrect; you may even find typos. When I consult with someone about their site I read the text out loud to hear the “voice” and see if it sounds the way you intended.

While you’re reading the text, pay attention to whether you’re only talking about you. Do you use the words “we,” “I” and “me” a lot more than you use “you” and “your” on your website? You’ll engage your prospects a lot better if you speak to them about them, instead of about the bride, groom or other third parties. Try writing as if you’re speaking to one person – the person who’s reading it. That will make it more conversational and engaging.

Include reviews and testimonials, but not just on a separate page, use them everywhere. You can’t write better than what a satisfied customer wrote after experiencing your services. So, don’t try. I’ve often said that your brand is defined by the words your customers use when they talk about you, so leverage them. Those words already exist on WeddingWire (who just crossed 2 million reviews) and other sites.

A better conversion rate on your website means that your website can do more of the work for you. Be sure to follow these tips and you’ll be on your way to more bookings in 2015.